Interview with Sophie Tothill, Senior Engagement Lead, CIPD Chair of Stream 2: Digital for Member Engagement & Value, Digital Excellence May 2026 Many of you will already recognise Sophie Tothill — usually in a red MemberWise t-shirt, clipboard in hand, generously supporting the team over the past few years. This year, we’re delighted that [...]
How rising expectations are reshaping digital standards for associations Members increasingly judge their association experience against the digital services they use every day. Self-service, mobile-friendly access and relevant communications are no longer “nice to have”. They’re the baseline. When someone can book a holiday, manage their banking and order groceries from their phone in [...]
The outlook for IT support and cyber security is less about predicting specific technologies and more about understanding the pace and direction of change. The past few years have shown that reactive IT models are no longer sufficient; organisations that succeed will be those that treat IT and security as strategic enablers rather than [...]
As someone working in a membership organisation, you’ve probably heard the word ‘disengagement’ said whenever participation or enthusiasm declines. Maybe you’ve noticed fewer RSVPs for events, newsletter open rates slipping, or the same group of members showing up time and again while others fade into the background. It’s tempting to put this down to [...]
"42% of businesses cite lack of training or CRM experts as the biggest barrier" (Source: crm.org) For more than three decades, we’ve worked alongside membership organisations to help them embed CRM systems into their day-to-day operations. During that time, one lesson has come through consistently: investing in the right CRM is only the first [...]
Digital engagement now forms the foundation of retention, advocacy and long-term value for membership organisations. However, many organisations still rely on websites that function as digital noticeboards rather than active engagement platforms. No matter the industry, members today expect personalised, intuitive, and on-demand digital experiences. A smarter website strategy can make all the difference [...]
Search engines are still the first place that most potential members encounter your brand. As a membership organisation, SEO is an essential tool for growing discoverability, relevance, reach, and engagement. And with many new technologies and channels entering the race for discoverability right now, the value of good SEO has become increasingly important. That [...]
The way we work is changing fast. AI, cloud technology and automation are now part of everyday business life. Add to that the long-term impact of the pandemic, the normalisation of remote working, and ongoing changes to employment rights, and it’s clear that organisations need a better understanding of what the workplace will look [...]
Every association has them: members who pay their fees, receive the emails, maybe attend one event, and then slowly disappear into the background. They don’t cancel. They don’t complain. They simply fade. This ‘invisible member’ points to a deeper problem. Engagement rarely starts with systems. It starts with psychology. People tend to emotionally leave [...]
When British Gymnastics launched their Leap Without Limits vision, it wasn't just a rebranding exercise. It was a commitment to creating an uplifting, safe, and inclusive experience for everyone involved in the sport. At the heart of this vision sat a critical question for their membership team: How do we empower 100,000+ members, coaches, [...]
